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6 days ago
Written by Marcus Thompson
In a year defined by disruption, transformation, and reinvention, Yonghwa Cha stood out for all the right reasons. The New York–based Korean art director made headlines in 2025 by achieving what few creatives dare to dream: a clean sweep of the Big 5 advertising festivals—Clio, Andy, One Show, D&AD, and the New York Festivals—alongside a staggering 35 international awards across major global competitions.
This breakthrough was further validated by his selection as a D&AD Portfolio Winner, an honor recognizing the next generation of visionaries shaping the future of creative industries. For Cha, this moment is not just a personal triumph but a cultural inflection point: proof that advertising can—and should—go far beyond selling.
With a portfolio that spans Vaseline, Google Cloud, Starbucks, Heinz, Xbox, and Duolingo, Cha’s work is defined by a bold fusion of storytelling, strategic design, and cultural relevance. His campaigns don’t just reach consumers—they resonate with them.
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Together, these wins place Cha among a rare tier of art directors who can balance commercial effectiveness with design integrity and social purpose.
Cha’s creative leadership is especially evident in projects that bridge the gap between systemic issues and design-led solutions.
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In an industry where millions of tons of unsold fashion inventory are discarded annually due to fleeting trends, Cha saw potential in waste. Leveraging Google Cloud’s AI capabilities, he created a system for transforming deadstock into personalized digital lookbooks, offering consumers a fresh shopping experience while helping brands reframe surplus as a strategic asset.
Impact: A D&AD Wood Pencil and 5× Clio Shortlists cemented this campaign’s place as a benchmark in sustainable innovation.
As tattoos become mainstream—projected to reach nearly 50% of Americans by 2035—hygiene in the tattoo industry remains dangerously underregulated. Cha’s campaign reimagined Vaseline’s heritage in skin care by launching the Blue Shield certification, a quality mark for tattoo studios meeting rigorous hygiene standards.
Impact: The campaign not only won at the New York Festivals and ANDYs, but it also catalyzed real conversations around public health in underserved sectors.
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Timed with the 2024 Paris Olympics, this campaign swapped Starbucks’ iconic mermaid logo for silhouettes of female Olympians, celebrating women in sport in a way that felt universal yet deeply personal. The design was simple, the statement profound.
Impact: Garnered ADDY Best of Show, Golden Award Montreux Finalist, and Clio Shortlist—and resonated globally as a model for brand-led activism.
“After surviving a turning point in my life, I stepped away from the ‘safe’ career paths expected in many Asian families,” Cha reflects. “Instead, I chose what I truly believed in—and never looked back.”
This defining decision led Cha to forge a creative identity anchored in a personal mission: to set new standards for what advertising can achieve.
“True creativity doesn’t just decorate the world—it moves it forward,” he says. “I’m not interested in ads that just sell. I want to create ideas that people carry with them, that shape behavior and challenge assumptions.”
For Cha, awards are not endpoints but signals of resonance. With 35 international honors under his belt in a single year—including top placements at all five of the industry’s most competitive festivals—he’s demonstrated that deeply considered creative work can scale across borders, industries, and audiences.
As one of the few Asian art directors to break through on a global scale, Cha views his success as both a platform and a responsibility.
“There are still far too few Asian art directors in this industry, especially at the global level. I want to help widen that path,” he says. “So that those who come next won’t hesitate, because they’ll know it’s possible.”
Now preparing new campaigns ahead of the 2025 Busan International Advertising Festival, Cha is doubling down on his commitment to work that moves culture—projects that aim not just to perform, but to change lives.
“My next goal is to turn big ideas into real-world impact. To design not just for brands, but for a better future.”